Case Study: Santa Maria achieves authentic, localized creator content to engage millennials with Billo

Breaking Asian food stereotypes with Santa Maria

Santa Maria, a Paulig Group brand known for global flavors, needed to break Asian food stereotypes and introduce Santa Maria Asia products to busy millennials by showing that cooking Asian meals is simple. To reach this audience the brand partnered with Billo, using Billo’s creator-driven content platform to produce authentic, relatable content.

Billo recruited 36 creators who produced 45 content units—26 photos and 19 videos—distributed across 3 countries to super-localize the campaign. Billo’s creator-led approach delivered authentic visuals and videos that strengthened engagement and demonstrated the power of a passionate brand community.

Santa Maria